5 Things to Do Now to Prepare for the Next Stage of Email Marketing
The email channel is well known for being a low cost high performance marketing machine. Generating revenue requires little more than the ability to acquire opt-in permission and change content in a template. It's so easy that someone with no experience could create a successful email program.
And, they do. This is one of the reasons that spam continues to grow. Someone with access to thousands of addresses can fill his or her coffers by blanketing the list with promotional messages or scams. Those emails keep coming because they work. If people didn't respond to them, the spammers would find a new source of income.
The minimal requirements for success also contribute to the cookie cutter emails sent by established brands. Subject lines, images and content change, but the layout and offers are strikingly similar. When asked why they do this, marketers claim that testing has proven that their subscribers respond best to this presentation and offers.
The problem is that they decided to stop testing once a solution was found. Any halfway decent direct marketer will tell you that testing shows what works best AT THAT TIME. The winner becomes the control that is used to gauge the effectiveness of future tests. Email marketing lulls marketers into complacency because it works so well at consistently generating revenue. Following the "don't fix it if it's not broke" theory keeps them from finding strategies that work better.
In fairness, the demands on marketing teams are continuously increasing. Participation in high maintenance, continuously changing channels requires time and effort that might have been dedicated to improving email campaigns if the world were different. Resources have to be allocated by need and email campaigns do not require much to be successful.
The email marketing world is changing. Evolution has already begun. Companies have to adapt or lose the effectiveness of a channel that has served well as a cash flow king. That adaptation has to start now because it takes time to establish the relationships required for continued success. Waiting until campaigns start losing their effectiveness will be too late.